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Hello Kitty


Hello Kitty  is a fictional characterproduced by the Japanese company Sanrio, first designed by Yuko Shimizu. She is portrayed as a female white Japanese bobtail cat with a red bow.The character's first appearance on an item, a vinyl coin purse, was introduced in Japan in 1974 and brought to the United States in 1976. The character is a staple of the kawaii segment of Japanese popular culture.The Hello Kitty trademark has spread globally; Sanrio earned over $1 billion annually in sales outside of Japan, as of 2003.Originally aimed at pre-adolescent females, Hello Kitty's market has broadened to include grown up consumers. She can be found on a variety of products ranging from school supplies to fashion accessories and high-end consumer products. Several Hello Kitty TV series, targeted towards young children, have been produced. Hello Kitty is also the main character at the two Japanese Sanrio theme parks, Harmonyland and the indoor Sanrio Puroland.In 1962, Shintaro Tsuji, founder of Sanrio, began selling rubber sandals with flowers painted on them.Tsuji noted the profits gained by adding a cute design to the sandals and hired cartoonists to design cute characters for his merchandise. The company produced a line of character merchandise around gift-giving occasions.Hello Kitty was designed by Yuko Shimizu and was added to the lineup of early Sanrio characters in 1974. The character's first appearance on an item was a vinyl coin purse in Japan where she was pictured sitting between a bottle of milk and a goldfish bowl. She first appeared in the United States in 1976.Sanrio decided to make Hello Kitty British because at the time when she was created, foreign countries, in particular Britain, were trendy in Japan. In addition, Sanrio already had a number of characters set in the US and they wanted Hello Kitty to be different. Shimizu got the nameKitty from Lewis Carroll's Through the Looking-Glass, where in a scene early in the book Alice plays with a cat she calls Kitty. Sanrio's motto is "social communication" and Tsuji wanted the brand name of the cat to reflect that. He first considered "Hi Kitty" before settling on "Hello" for the greeting. Spokespeople for Sanrio have said that Hello Kitty does not have a mouth because they want people to "project their feelings onto the character" and "be happy or sad together with Hello Kitty." Another explanation Sanrio has given for for her lack of a mouth is that she "speaks from the heart. She's Sanrio's ambassador to the world and isn't bound to any particular language". Representatives for Sanrio have said they see Hello Kitty as a symbol of friendship, and they hope she will encourage friendship between people across the world.There has been some suggestion that Hello Kitty has its origins in Maneki Neko, and that the name Hello Kitty itself is a back-translation of Maneki Neko, which means beckoning cat in English.Hello Kitty sold well immediately after the 1974 launch, and Sanrio's sales increased seven times up until 1978 when they slumped temporarily.New series with Hello Kitty in different themed designs are released regularly, following current trends. Yuko Yamaguchi, the main designer for most of Hello Kitty's history, has said that she is inspired by fashion, movies and TV in creating new designs.Hello Kitty was originally marketed only to young girls. In the 1990s the target market for Hello Kitty was broadened to include teens and grown ups as a retro brand. Marketed to those who could not get Hello Kitty merchandise as children, or who fondly remembers items they had, Sanrio began selling Hello Kitty branded products like purses and laptops. The 1994-1996 Face series was the first to be designed for a more mature appeal.According to Sanrio, in 1999 Hello Kitty appeared on 12 000 different products yearly. By 2008, Hello Kitty was responsible for half of Sanrio's $1 billion revenue and there were over 50 000 different Hello Kitty branded products in more than 60 countries. Beginning in 2007, following trends in Japan, Sanrio began using darker designs for Hello Kitty with more black and less pink, and pulling away from kawaiistyles.Originally aimed at the pre-adolescent female market, the Hello Kitty product range has expanded and goes all the way from dolls, stickers, greeting cards, clothes, accessories, school supplies and stationary to purses, toasters, televisions, other home appliances, massagers, and computer equipment. These products range from mass market items to high-end consumer products and rare collectibles.In Spring 2005, Simmons Jewelry Co. and Sanrio announced a co-branded jewellery licensed partnership. “Kimora Lee Simmons for Hello Kitty” was launched exclusively at Neiman Marcus prices ranging from $300 to $5000 Designed by Kimora Lee Simmons and launched as the initial collection. The jewellery is all hand-made, consisting of diamonds, gemstones, semi-precious stones, 18K gold, Sterling silver, enamel and ceramic.In Fall 2008, Simmons Jewelry Co. and Sanrio debuted a collection of fine jewellery and watches named “Hello Kitty® by Simmons Jewelry Co." The collection launched with Zales Corporation to further expand the reach of the brand, and it developed accessories to satisfy every Hello Kitty fan. The designs incorporate colorful gemstones and sterling silver to attract a youthful audience with retail prices starting at $50.

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